Laundry Detergents and Fabric Softeners - US - August 2013
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The laundry detergent and fabric softeners market remains stuck in low gear, declining 1% between 2008 and 2013 to $10.8 billion, a drop of 10% when adjusted for inflation. The category’s sagging sales reflect the fact that many American households continue to struggle financially long after the official end of the 2007-09 recession.
In spite of continued weakness in the overall market, the success of such new products as unit dose laundry detergents and in-wash scent boosters show that consumers are as interested as ever in products that improve results or the process of doing the laundry or that amplify sensory experiences associated with the task.
The following laundry products are included in this report:
- clothes-washing detergents (also includes fine washable detergents)
- liquid fabric softeners (also includes solid-form in-wash scent boosters)
- fabric softener sheets (also includes dryer bars)
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